SEO vs. SEM: Which Method Should Be Chosen?
First of all for those who see the title of this article will not fail to deny that SEM is not limited to paid search.
What is SEO?
Natural reference (SEO) is a series of techniques that allow your site to be seen on search engines like Google, Yahoo, Bing, etc. Google has an online virtual research monopoly, so being seen on Google is very important. When you do a search on Google, you enter keywords and determine machines based on them, the results that seem most relevant. These results are based on algorithms that take into account many parameters, including content relevance, and website popularity.
What is payment reference or SEM?
Unlike SEO, paid search (SEM) is to pay search engines to display your links on the results page. When it comes to Google, Google Adwords, its advertising agency, is responsible for marketing the space where you can display your ads. This sponsored link is elegantly integrated into the decoration and almost coincides with natural results.
Every time a user clicks on your ad, you pay a commission to Google. Google Adwords allows you to manage the amount you are willing to pay for yourself, but beware it is an auction system. For certain keywords, if some advertisers compete, the highest bidder will be displayed more often, and in a better position. I deliberately simplify because there are actually other parameters that are taken into consideration, and Google Adwords operations are very complex.
Which SEO strategy to choose?
SEO and SEM complement each other and in a well thought out strategy, nothing should be ignored. In the same way that a good wealth management advisor will not put all your money into the same investment, it is important to diversify your investment in digital marketing.
There is no serious professional who will offer SEO services to you without having previously conducted an audit. This audit will reveal the strengths and weaknesses of your site, the level of optimization, popularity, current positioning, etc. Based on this information, and the goals you have, experts will recommend the appropriate strategy.
Long term vision
SEO is a long-term investment that will allow you to benefit from regular and "free" traffic because you don't have to pay for every click. Conversely, paid search (SEM) is more suitable for short-term strategies: the effect is immediate and lasts as long as you feed the giant Google. But over time, the addition may be salty.
To defeat your competition
Whatever the keywords, remember that the first page of search results will always be full ... with or without you! And if you're not there, it's a safe bet for your competition, they are there and catch prospects every day that you might never see. Investing in paid SEO such as Just SEO is therefore also detrimental to your competitors forcing them to invest if they want to remain visible.
To improve your customer experience
This aspect is largely lacking when we talk about SEO, but that is very important. What reports will you report? If you work seriously on your natural references, you will be led to:
- Write content that is rich, relevant, and updated regularly, because in terms of SEO content is king;
- Adoption of good coding practices to meet standards, including accessibility;
- Reduce the loading time of your page, because this affects your SEO;
- Secure your site through SSL / HTTPS certificates that are also vulnerable to Google;
- Ensure that your site has a maximum availability level so as not to disappoint Google Bot.
Both methods have their respective advantages. But if you want to work from the bottom, strengthening your SEO is the best choice.
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